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The chief executive of Wm Morrison attempted to get back on the front foot after a disastrous Christmas by delivering the supermarket’s first online order yesterday amid a number of complaints from unhappy customers.

Dalton Philips, who admitted he had been surprised by the speed with which the internet and convenience transformed the grocery market over Christmas, visited a home in Warwickshire at 7am as Morrisons dispatched about 1,000 orders on its first day as an online retailer.

The Bradford-based supermarket, which is years behind its competitors in terms of its web presence and smaller shop format, will initially deliver